Personalization in Digital Advertising

Detalhes bibliográficos
Autor(a) principal: Pimentel, Patricia Ramos
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/145569
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
id RCAP_e858a1e712abe9b4c10d8531926aa03f
oai_identifier_str oai:run.unl.pt:10362/145569
network_acronym_str RCAP
network_name_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository_id_str 7160
spelling Personalization in Digital AdvertisingAdvertisementDigitalPersonalizationProgrammaticDataDissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRMThis research studies the impact a well-planned digital advertisement campaign and user-friendly online experience can have on Brands awareness and sales. As the Digital landscape evolves, so has Online Advertisement and Data collection, making it possible for Advertisers to know more about who is navigating online, where they are, and how to approach them. With the gathering of online users’ insights, brands can impact whom they want and how they want to, making their communication more relevant, therefore creating less noise and more conversation. This work aims at proving that these segmented and personalized campaigns lead to more engagement and sales than the ones that just target anybody with no defined criteria. It will also consider the opinions of online users regarding online advertisement and the fact that brands can use their navigating information to plan and implement digital campaigns. With this in mind, it would be possible to detect a relation between advertisement quality and user experience with the increase or decrease of Ad Blockers downloads, especially amongst Generation Z, that is the generation more comfortable with digital technology and will be the consumers of the future. By the end of the study we should be able to understand better the environment of actual digital advertisement and the way it can and should evolve in the future regarding all the insights we are able to collect from this research.Henriques, Roberto André PereiraRUNPimentel, Patricia Ramos2022-11-16T17:07:58Z2022-10-252022-10-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/145569TID:203098277enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:26:05Zoai:run.unl.pt:10362/145569Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:52:09.487583Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Personalization in Digital Advertising
title Personalization in Digital Advertising
spellingShingle Personalization in Digital Advertising
Pimentel, Patricia Ramos
Advertisement
Digital
Personalization
Programmatic
Data
title_short Personalization in Digital Advertising
title_full Personalization in Digital Advertising
title_fullStr Personalization in Digital Advertising
title_full_unstemmed Personalization in Digital Advertising
title_sort Personalization in Digital Advertising
author Pimentel, Patricia Ramos
author_facet Pimentel, Patricia Ramos
author_role author
dc.contributor.none.fl_str_mv Henriques, Roberto André Pereira
RUN
dc.contributor.author.fl_str_mv Pimentel, Patricia Ramos
dc.subject.por.fl_str_mv Advertisement
Digital
Personalization
Programmatic
Data
topic Advertisement
Digital
Personalization
Programmatic
Data
description Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
publishDate 2022
dc.date.none.fl_str_mv 2022-11-16T17:07:58Z
2022-10-25
2022-10-25T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/145569
TID:203098277
url http://hdl.handle.net/10362/145569
identifier_str_mv TID:203098277
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
_version_ 1799138113530888192

Registros relacionados